Amazon Is Diversifying Its Private Brand Strategy

Sales of Amazon’s new Earth+Eden diapers, a line owned and manufactured by First Quality but found exclusively on Amazon, tripled after its late-August launch, driven by promotions but also by its high profile as an Amazon brand, according to a report from One Click Retail. Amazon is leaning on both its own private labels and exclusive products like Earth+Eden (which don’t include the 100% refund guarantee that its private label items do) to drive sales in consumer goods. After diapers, One Click Retail calls the health and personal category “the next major frontier for Amazon’s house brand strategy,” noting that private label herbal supplements sales grew 45% in the second quarter from the first, and vitamin sales grew about 40% in the period while also “collecting consistently high customer ratings.” Among other offerings, GNC recently launched a new Amazon-exclusive brand called CHALLENGE by GNC; Perrigo, one of the largest manufacturers of private label over-the-counter medications, has launched a new Amazon-exclusive infant formula dubbed Love & Care; and Amazon has a new exclusive line of hand sanitizers, as noted by TJI Research’s Justin Smith. Read more at Retail Dive.